Just in case you’re tempted to spend your entire advertising budget on hiring the biggest star names possible for your campaign – Timberlake, Tatum, Titchmarsh – think again. It’s probably a waste of money.
According to Unruly’s latest study, celebrities alone do not drive online ad sharing.
Went it comes to major televised events, such as the Super Bowl where advertising space is hotly contested, the indication of success is no longer viewing figures. It’s online shares.
Shares prove that a viewer has responded positively with an advert rather than passively catching it in the corner of their eye as they reach for more nacho cheese.
This year in particular saw very few viewers citing celebrities as a key driver of why they would share an ad, despite celebrities being out in force during Super Bowl 2014.